Affiliation:
1. University of California, Berkeley. University of Colorado and Northwestern University. School of Industrial Management, M.I.T.
Abstract
What guides are available to aid the retailer in developing his marketing strategy? The author shows how the traditional concepts of shopping, convenience, and specialty goods may be updated and integrated with the idea of patronage motives, and how they provide the retailer with a new means of evaluating his strategy.
Subject
Marketing,Business and International Management
Cited by
43 articles.
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